商务英语写作范文
Promoting a brand Ex 4: Sample answer: (249words)
Introduction
This proposal sets out to examine options for the successful globalisation of ourˉBorders brand. The initial marker under consideration is Continental Europe. For the purposes of this proposal, we will be considering three aspect of the brand, namely our logo, the ˉBorders concept and finally, the product itself, ˉBorders wellington boots.
Findings
The following findings summarise our key findings.
It was found that our existing logo, a pair of wellington boots encircled by the word ˉBorders, is visual enough to be used in markets where English is not widely spoken.
Attitudes to outerwear differ throughout Europe and our boots are likely to appeal to different market sectors in different areas. This has serious implications for the benefits we wish to publicise. Although Danish farmers would be willing to purchase such a high quality product, farmers in some countries are unlikely to choose a British brand over a domestic product. However, the very Britishness of the product would appeal to the style-conscious elements of the French and Italian markets, summoning up images of the English upper classes and country houses.
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